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The Essence and Role of the Bank’s Communication Policy in Today’s Environment
Volokhata V. Y.

Volokhata, Viktoriia Ye. (2019) “The Essence and Role of the Bank’s Communication Policy in Today’s Environment.” Business Inform 6:234–239.
https://doi.org/10.32983/2222-4459-2019-6-234-239

Section: Finance, Money Circulation and Credit

UDC 336.71

Abstract:
At the current stage of economic development, the main element in the complex of marketing for banking institutions is communication policy, efficient use of which will enable a bank to a competitive position in the market, which in the result will assure a positive impact on the long-term development and revenues of the bank. The article is aimed at generalizing the theoretical discussions about the essence of the bank’s communication policy, improving the approaches of scholars to its definition and disclosing its role in the activities of a banking institution. The article proves the need to introduce communication policy in the activities of banking institutions and defines the role of such a policy in improving the competitiveness of bank. The scholars’ views on determining the essence of the concept of «bank’s communication policy» and elements in determining its essence are analyzed. According to the results of the research, the definition of the concept of «bank’s communication policy» is improved and its elements are complemented. Prospects for further directions of the research are seen in developments regarding factors influencing the bank’s communication policy and its instrumentarium, organization of planning and monitoring the results of communication policy. Methodical approaches to forming the strategy of the bank’s communication policy, etc. also require further clarification.

Keywords: communication policy, bank, competitive struggle, essence, subject, hierarchy.

Fig.: 2. Bibl.: 12.

Volokhata Viktoriia Ye. – Candidate of Sciences (Economics), Senior Lecturer, Department of Banking and Financial Technologies, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: [email protected]

List of references in article

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Mokliak, M. V., Lytvyn, I. V., and Yarmosh, H. V. “Marketynhovi komunikatsii komertsiinoho banku“ [Marketing communications of a commercial bank]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky», no. 10 (2) (2015): 107-110.
Slobodianiuk, N. O., and Semenivska, O. M. “Marketynh yak instrument pidvyshchennia efektyvnosti komertsiinoho banku“ [Marketing as a tool for improving the efficiency of a commercial bank]. Hlobalni ta natsionalni problemy ekonomiky. 2016. http://global-national.in.ua/archive/14-2016/170.pdf

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